Inside Podcasting (Feb 7th, 2018)

Hollywood is in the midst of a “podcasting land grab,” with networks scouring the podcast charts for the next big hit to adapt. The major talent agencies, WME, CAA and UTA, are also pursuing deals with podcast creators, helping to adapt shows for multiple formats, such as live touring. Top stars, including Julia Roberts, Robert Downey. Jr., and Richard Linklater, have been recently tied to podcast adaptations. One source told THR that networks are "desperate" for "proven" content in any format, and performance stats support the idea that podcasts demonstrate a loyal audience. - THR

Gimlet has launched a film and television division to support current and future adaptations of its podcasts. Chris Giliberti, the new head of Gimlet Pictures, told Deadline that the division will help Gimlet “take a bigger bet” on the number of screen adaptations it pursues. Gimlet is behind two upcoming TV series - ABC’s “Alex, Inc.” and Amazon’s “Homecoming” - as well as a feature film, “Man of the People.” - DEADLINE

RadioPublic has announced an advertising program meant to bring revenue to more small podcasters. With Paid Listens, podcasters who publish ad-free episodes to RadioPublic will see their episodes bookended by ads. Creators will earn guaranteed payments at a rate of $20 per impression for every listen on the RadioPublic iOS or Android app. Co-founder Jake Shapiro said the program will connect niche shows with advertisers who were previously inaccessible to them. - FAST COMPANY

The Onion has released its first podcast, a satire of the recent spate of popular true-crime shows. All six episodes of “A Very Fatal Murder” were published on February 5, chronicling the fictional investigation of reporter David Pascall into the murder of a Nebraska teenager. The podcast even features fictional ad spots. As for the future of Onion podcasts, vice president of marketing Joe Fullman told CNET that although there’s nothing to announce yet, “there may be some other projects in the works.” - CNET

More new podcasts launching this week include shows from ProPublica, Marvel and theSkimm. ProPublica and WNYC have launched "Trump, Inc.," a weekly podcast that will explore the president's ongoing ties to his family businesses. Meanwhile, "Skimm'd From The Couch" will feature career advice and stories from entrepreneurs and business leaders, founders Carly Zakin and Danielle Weisberg told Glamour. And Marvel released a trailer for its upcoming "Wolverine: The Long Night" podcast, about the ubiquitous member of the X-Men.

RadioPublic has announced an advertising program meant to bring revenue to more small podcasters. With Paid Listens, podcasters who publish ad-free episodes to RadioPublic will see their episodes bookended by ads. Creators will earn guaranteed payments at a rate of $20 per impression for every listen on the RadioPublic iOS or Android app. Co-founder Jake Shapiro said the program will connect niche shows with advertisers who were previously inaccessible to them. - FAST COMPANY